DESIGNER

Nick Yang

PROFILE/DESCRIPTION

About the company: 

Garmin is a multinational technology company with headquarters in Olathe, Kansas. The company specializes in GPS technology for automotive, aviation, marine, outdoor, and sport activities. Garmin designs, develops, manufactures, and markets hand-held, portable, and fixed-mount global positioning system (GPS)-enabled products. They also offer navigation, communications, and information products for the automotive/mobile, outdoor, fitness, marine, and general aviation markets. 
The specific products I am focusing on are the Garmin Forerunner 165, 265, and 965. These are GPS running watches with bright touchscreen displays, long battery life, and various training metrics. 

GOALS

Goals: The goal of this campaign is to increase awareness of Garmin’s Forerunner series among active individuals and encourage them to consider Garmin as their go-to choice for fitness tracking. After seeing these posters, we want people to feel intrigued and motivated to improve their fitness journey with Garmin. We want them to visit the Garmin website or a retail store to learn more about the products or make a purchase.

Slogan for the Bus Shelter Posters “Garmin Forerunner - Your Partner in Pursuit of Fitness”

Call-to-Action “Discover your perfect fitness companion at [url=http://www.garmin.com]http://www.garmin.com[/url] or your nearest retailer today!”

TARGET AUDIENCE

Target Market: 

Our target market is Boulder County, Colorado, zip code 80302. This area is known for its active community and numerous outdoor recreational opportunities, making it an ideal location for people who enjoy an active and outdoor lifestyle, especially runners. The target demographics are the “11 Fast Track Families”, “48 Generation Web”, “13 Upward Bound” for their correct age for being in the running/multisport market as well as having the income to pursue athletic hobbies, and knowledge/trust of technology. 

BRAND CHARACTER

Brand Advantages:

Innovative, Reliable, Versatile, High-Quality, User-Friendly, Durable, Advanced Features, Accurate, Wide Product Range, Strong Brand Reputation

Brand Attributes:

Quality, Performance, Durability, Innovation, Reliability, Versatility, Design, Functionality, Customer-Centric, Trustworthy

Brand Experience:

Empowering, Motivating, Satisfying, Inspiring, Convenient, Engaging, Supportive, Rewarding, Personalized, Transformative